Building the infrastructure of a horrid surveillance state, having your shopping habits be used to target you (they reveal a lot) or to discriminate collectively (recent paper: they predict diabetes rates) and for social control. Let it be opt-in and see how few join voluntarily.
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That’s exactly how it’s like pollution. It makes sense personally to have a car that accelerates better even if it pollutes more. But it’s a terrible thing for a society to have all cars pollute a bit more, and for a society to have a centralized database of everyone’s shopping.
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